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My First MillionMy First Million

Psychological Tricks I Used To Sell $1 Billion in Products Online - Craig Clemens

No more small boy spreadsheets, build your business on the free HubSpot CRM: https://mfmpod.link/hrd - Episode 514: Shaan Puri (https://twitter.com/ShaanVP) invites Craig Clemens (https://twitter.com/craigclemens) to drop a knowledge bomb based on 15 years and a billion dollars worth of marketing insights. If you want to hear Craig’s story check out episode 95 ( https://tinyurl.com/jwbb88sd ). — Check Out Shaan's Stuff: • Shaan's weekly email - https://www.shaanpuri.com • Visit https://www.somewhere.com/mfm to hire global talent (like Shaan does) and get $500 off for being an MFM listener. Hire developers, assistants, marketing pros, sales teams and more for 80% less than their US equivalents. — Check Out Sam's Stuff: • Hampton - https://www.joinhampton.com/ • Ideation Bootcamp - https://www.ideationbootcamp.co/ • Copy That - https://copythat.com • Hampton Wealth Survey - https://joinhampton.com/wealth 💰 Pitch your startup for a shot at a $1M investment with Sam Parr as the MC https://clickhubspot.com/pitch — Show Notes: (0:00) Intro (4:00) The Illusion of Choice (7:00) Pepsodent: Make it about them (12:00) Otis: A Powerful Demonstration (24:00) Lucky Strike Cigarettes: Help them rebel (35:00) Great American Breakfast: Unquestionable proof (43:00) NIKE: Sell the dream (49:00) Social campaigns: Verbal Kill Shots (56:00) Probiotics: Creating a category (1:04:00) Recap: 7 Human Hijacks — Links: • Golden Hippo - https://www.goldenhippo.com/ • Craig’s first MFM episode - https://tinyurl.com/jwbb88sd • Pepsodent - https://www.pepsodent.com/ • Otis - https://www.otis.com/ • Lucky Strike - https://www.luckystrike.com/ • Vibram - https://www.vibram.com/ For more quality videos subscribe here → https://tinyurl.com/46rjnckx 🔔 Turn on notifications to stay updated with new uploads Like || Share || Subscribe

Shaan PurihostCraig Clemensguest
Oct 31, 20231h 9mWatch on YouTube ↗

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At a glance

WHAT IT’S REALLY ABOUT

Craig Clemens Reveals Seven Human Hijacks Behind Billion-Dollar Marketing Campaigns

  1. Craig Clemens argues that marketers created much of everyday behavior, such as brushing teeth, riding elevators, wearing sneakers and eating bacon for breakfast, using repeatable psychological tactics.
  2. He illustrates the tactics through case studies including Pepsodent, Otis elevators, Lucky Strike's 'torches of freedom', the bacon breakfast, Sunkist orange juice, Nike and Prefontaine, and anti-drunk-driving campaigns.
  3. Shaan Puri adds modern parallels like Mini Katana swords, Snapchat's 'boomer-proofing', Elon Musk's Cybertruck demos and Trump's verbal kill shots, showing the same hijacks at work today.
  4. Clemens closes with his own story of building the probiotics category through educational video presentations, and describes three market stages: clueless, curious and saturated.
  5. Puri recaps the seven hijacks: make it about them, make it an event, powerful demonstration, unquestionable proof, change a daily behavior, sell the dream, and help them rebel or feel superior.

IDEAS WORTH REMEMBERING

5 ideas

Make the marketing about the customer, not the product

Pepsodent sold a movie star smile and Otis addressed fear of elevator falls rather than explaining the brakes; Puri's Mario fire-flower analogy makes the same point.

A vivid demonstration beats explanation

Otis's cut-the-cord stunt, Mini Katana's sword slicing a bullet, and the 'brain on drugs' egg all stuck in memory far longer than feature claims.

Unquestionable proof drives action without second-guessing

Otis stood on the elevator himself, Beech-Nut cited 4,500 doctors agreeing on bacon, and Nike had Prefontaine wearing its shoes; prominent people also fall under this hijack.

Helping people rebel makes products spread

Clemens points to torches of freedom, Nike sneakers replacing dad's shoes, teens avoiding emojis, and Snapchat's hard-to-use design as examples of people pushing against the mainstream.

Changing a daily behavior creates lasting word of mouth

Clemens relays Hal Elrod's point that people talk about what they are doing now, so a daily habit like morning journaling keeps a product being discussed long after purchase.

WORDS WORTH SAVING

5 quotes

I call them The 7 Human Hijacks because when you use these seven things, you are hijacking the limbic system of the brain.

— Craig Clemens

If you can change someone's daily behavior, you can create something big.

— Craig Clemens

People talk about the things they're doing now.

— Craig Clemens

Humans love physics. We all love physics. We're obsessed with physics, and it starts at age zero.

— Craig Clemens

TikTok is crack. It is digital crack.

— Craig Clemens

Seven Human Hijacks frameworkEdward Bernays and public relationsPowerful demonstrationsRebellion and feeling superiorChanging daily behaviorCreating the probiotics categoryMarket stages: clueless, curious, saturated

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